Communication & Education Working Committee July 2013 Who Educates Whom: Communication Best Practices – Proposed information flow among stakeholders relating to the US EMV Migration Communication & Education Working Committee July 2013

About the EMV Migration Forum The EMV Migration Forum (EMF) is a cross-industry body focused on supporting an alignment of the EMV implementation steps required for global and regional payment networks, issuers, processors, merchants, and consumers to ensure a successful introduction of more secure EMV contact and contactless technology in the United States. The focus of the Forum is to address topics that require some level of industry cooperation and/or coordination to migrate successfully to EMV technology in the United States. For more information on the EMV Migration Forum, please visit http://www.smartcardalliance.org/pages/activities-emv-migration-forum. Purpose of this Document The goal of this document is to analyze the relationships between stakeholders who are involved in the US EMV Migration with an emphasis on communication and educational objectives among stakeholders. The project team was cross-functional so that many views are represented and captured in this document. This report will be located in the members-only section of the EMV Connection website at http://www.emv-connection.com. Comments or questions regarding this document should be submitted to WhoEducatesWhom-feedback@us-emvforum.org.

Acknowledgements Project Co-Leads Team Members The Who Educates Whom Project Team would like to thank everyone who provided input to the project. It is only with this input that we are able to get this insight from various industry participants involved with the US EMV Migration effort. Project Co-Leads Brady Cullimore, American Express Cindy Knowles, FIS Team Members Alyssa Arredondo, DataCard Anne Lieberman, Target Lori Breitzke, E&S Consulting Amy Linden, MTA NYC Transit Hiram Carrington, City National Bank Christine Lopez, Vantiv Jon Harvell, UL Transaction Security Lisa Morgan, American Express Diane Jackson, CPI Card Group Maria Tukker, Discover

Table of Contents Usage Instructions Stakeholder List Stakeholder Diagrams Communication Glossary

Usage Instructions Please consider that many organizations play multiple roles within the ecosystem and during their respective US EMV migrations. These diagrams are intended to present information at a very high level and are recommendations or best practices for you to consider, not requirements. Identify your organization’s role(s) within the US EMV migration ecosystem using the Stakeholder List Locate and review the Stakeholder Diagram(s) wherein your organization’s role(s) is in the primary (green) position (i.e. - ) Understand what communication or education your organization is encouraged to provide to other stakeholders using the Communication Glossary

Diagram Key Primary stakeholder analyzed in the respective diagram Stakeholder that should provide communication or education to the Primary stakeholder Stakeholder that should receive communication or education from the Primary stakeholder Stakeholder that has a two-way communication or education relationship with the Primary stakeholder Communication or education which flows to the Primary stakeholder Communication or education which flows from the Primary stakeholder Return to last viewed slide

Who Educates Whom STAKEHOLDER LIST

Communication Glossary Stakeholder List Slide # Slide # 10. Acquirer 17. Issuing Processor 11. Acquiring Processor 18. Merchant (Tier 1 & 2)1 12. Cardholder 19. Merchant (Tier 3 & 4)2 13. Industry Organization 20. Payment Network 14. Independent Sales Organization (ISO) 21. POS / ATM Manufacturer / Supplier 15. Industry Supplier / Manufacturer / Vendor 22. Owner / Operator 16. Issuer 23. Standards Body / Regulators 1 – More than 1 million transactions per year, though precise classification can vary 2 – Less than 1 million transactions per year, though precise classification can vary Communication Glossary

Who Educates Whom STAKEHOLDER DIAGRAMS

Communication Glossary Acquirer Diagram Key Stakeholder List Communication Glossary

Communication Glossary Acquiring Processor Diagram Key Stakeholder List Communication Glossary

Communication Glossary Cardholder Diagram Key Stakeholder List Communication Glossary

Industry Organization Diagram Key Stakeholder List Communication Glossary

Independent Sales Organization (ISO) Diagram Key Stakeholder List Communication Glossary

Industry Supplier / Manufacturer / Vendor Diagram Key Stakeholder List Communication Glossary

Communication Glossary Issuer Diagram Key Stakeholder List Communication Glossary

Communication Glossary Issuing Processor Diagram Key Stakeholder List Communication Glossary

Communication Glossary Merchant (Tier 1 & 2) 1 1 – More than 1 million transactions per year, though precise classification can vary Diagram Key Stakeholder List Communication Glossary

Communication Glossary Merchant (Tier 3 & 4) 2 2 – Less than 1 million transactions per year, though precise classification can vary Diagram Key Stakeholder List Communication Glossary

Communication Glossary Payment Network Diagram Key Stakeholder List Communication Glossary

POS / ATM Manufacturer / Supplier Diagram Key Stakeholder List Communication Glossary

POS / ATM Owner / Operator Diagram Key Stakeholder List Communication Glossary

Standards Body / Regulators Diagram Key Stakeholder List Communication Glossary

COMMUNICATION GLOSSARY Who Educates Whom COMMUNICATION GLOSSARY

Communication Glossary (1 of 4) Term Definition Acceptance awareness at POS Consists of items that help the cardholder understand whether chip cards are accepted at the point-of-sale (POS) terminal.   Examples: Visual cues to the cardholder. A clerk who is able to state whether a POS terminal accepts chip cards. Assistance at POS Consists of items that assist the cardholder in completing a transaction at the point-of-sale (POS) terminal. Visual or printed instructions at or near the POS terminal. A clerk who has sufficient knowledge to support a cardholder through a successful transaction. Best Practices Methods or techniques that have consistently shown results superior to those achieved with other means, and that are used as targets. Business requirements Characteristics of the product, from a business and capabilities perspective, that must be delivered to provide value. Stakeholder List

Communication Glossary (2 of 4) Term Definition Chip Awareness Communications that make a cardholder aware of chip products (versus mag-stripe products) in general. Chip Value Proposition Information that educates cardholders on the benefits of a chip card . Educational resources Actions or documentation prepared to facilitate a smooth US EMV migration. FAQs (Frequently Asked Questions) A list of questions and answers relating to the US EMV migration. Instructions on / around POS / ATM Documentation or visual cues affixed to the POS or ATM which assist the cardholder in completing a successful transaction. Lessons learned Lessons that a stakeholder has learned through trial and error or previous experience. When aggregated at the industry level, “lessons learned” becomes “best practices”. Messaging on LED screen Instructions on terminal display that prompt the cardholder to perform the actions necessary to complete a successful transaction at the ATM. Stakeholder List

Communication Glossary (3 of 4) Term Definition Operating instructions Instructions which educate a stakeholder on the proper usage of a device, especially with respect to changes made to enable EMV transactions. Operating Rules Compliance requirements and rules that increase consistency and interoperability among various financial service providers. Policy Guidelines, processes, and procedures formulated and enforced by a governing body to direct and limit actions accordingly. Merchant / ATM location finder (Phase 1) Web-based application which enables cardholders to locate merchants who accept chip cards and EMV-compliant ATMs, primarily to be utilized during the Phase One Deployment to increase the rate of US EMV adoption. Product capabilities Capabilities of a product that a manufacturer or supplier primarily communicates to its customer. Product requirements Characteristics of a product primarily communicated from a customer to a manufacturer that must be delivered to provide value. Regulations Rules or directives made and maintained by an authority (i.e. – government). Stakeholder List

Communication Glossary (4 of 4) Term Definition Specifications Detailed description of the design and materials used to make a product. Standardized terminology A list of industry-accepted definitions of terms so that an industry may effectively communicate cross-functionally. EMV Migration Forum has published guidelines for standardized EMV-related terminology: http://www.emv-connection.com/standardization-of-terminology/ Testing & Certification requirements Requirements from the Payment Networks for chip cards and terminals to ensure data integrity, authenticity, and interoperability. Examples: Payment Networks require that EMV cards be certified by an authorized testing facility to ensure data accuracy prior to cards being issued to cardholders. Payment Networks require that EMV POS/ATM terminals be certified by an authorized testing facility prior to implementation. Usage instructions Detailed, step-by-step instructions so that a customer understands how to use a product. Stakeholder List